The soda bottle, specifically the one associated with Coca-Cola, has gone through it’s fair share of changes over the years. Coke’s bottle has become as iconic as the sweet beverage it contains. From miniature glass predecessors to today’s environmentally friendly plastic version, Coca-Cola’s container allows consumers to see inside and catch a glimpse of the golden brown, carbonated syrup. Enter Andrew Kim, an industrial design student who’s proposing the next generation of the Coke bottle. His square bottle simplifies the branding and makes a smart use of space, which allows for more efficient transportation. Even so, in the absence of a transparent container, Kim’s re-imagined Coke bottle does not allow consumers to see the product inside. The question is, is Coke’s brand strong enough for this to matter?